Clinique targets millennials with #FaceForward Tumblr campaign

The cosmetics brand is set to launch the #FaceForward Tumblr blog, partnering with the site’s owner Yahoo, to build out the two-month campaign.

Yahoo has created a video series about six young British women involved in fashion, design, luxury travel, blogging, charity and literature. Additional content will include vox-pops released through the campaign, plus user-generated content which will be repurposed into Tumblr art and GIFs.

The blog will be promoted through Yahoo’s ad suite, including video, display and programmatic, as well as Tumblr’s sponsored ads. It will also appear on Yahoo’s fashion site, Yahoo Style.

Natalie Clarke, UK group marketing manager for Clinique, said: "The inspiration for the campaign came from a generation of young, bold, confident women that embody Clinique’s vision and beliefs. We feel that Yahoo and Tumblr allow us the ideal platform to reach these young women with bespoke content."